Five Key Takeaways From Hispanicize: From the Growing Affluent Latino to Gen Z’s Future

Every year I look forward to attending Hispanicize because I leave feeling inspired by the great work brands are doing to engage and reach this dynamic community I’m proud to be a part of. Held in Miami, FL, the conference is one of the largest gatherings of social media influencers, marketers, media, and entertainment catering to the U.S Hispanic audience. This year was particularly insightful because Hispanicize, in partnership with PR Week, hosted the first-ever CMO Summit. This day-long event, tailored to Hispanic marketers, featured in-depth campaign case studies, a survey on Gen Z revealing their shopping and social media habits, and a live focus group with the cutest Hispanic Gen Z sample.

Below are the five things that stuck out to me the most:

Observation: Hispanics rely on word-of-mouth more than any other segment.Opportunity: Influencer Marketing is key to winning with Hispanics as they are actively looking for inspiration, recommendations, and advice from their peers. Not only does influencer marketing allow brands to earn the trust of the consumer, it also lends brands cultural currency with endorsements from sources they trust. For Hispanics, media today is considered a source to re-assure beliefs rather than a source for information and they are being more selective about what they read and watch in this world of so-called “fake news.”

Observation: Hispanics still do not see an accurate reflection of themselves in mass media.Opportunity: Brands have an opportunity to lead by example and serve as heroes telling Latinos’ success stories. During a panel with Afro-Latina social influencers speaking about their identifty and influence, the message was clear that this group feels invisible to marketers and wants to see themselves in mass media. Right now, they feel their representation is limited to categories such as natural haircare products and niche beauty brands. Brands can do a better job of reflecting the cultural diversity in America today.

Observation: In today’s America, a diverse culture IS mass culture.Opportunity: Cross-cultural marketing allows brands to reach mainstream consumers. Look at a consumer’s journey through the eyes of open-minded ambiculturals who inherently have diverse tastes and a desire to share. Culturally nuanced content is a powerful way to engage these discerning consumers. Latinos are becoming empowered decision makers whose brand loyalty is based on individual needs, shared values, and personal tastes.

Observation: Gen Z shopping preferences are closer to Baby Boomers vs. Millennials including: shopping in-store vs. online, being influenced by print ads when making purchasing decisions, and saving money for expensive purchases.Opportunity: The future is now. The average Hispanic is 27-years-old, and represent the youngest segment in the United States. Millennials make up 29% of the Hispanic population while Gen Z makes up 36%, so although it may sound premature, engaging the Gen Z target should be considered to build brand loyalty early. Gen Z doesn’t view celebrities as role models, they consider YouTube sensations and Instagrammers aspirational. Keeping that in mind when aligning with brand partners will ensure you’re staying relevant with them.

Observation: The affluent Hispanic is the fastest growing Hispanic consumer segment.Opportunity: This growing group of Latinos has disposable income and spending power. Typically, Latinos are not saving for their future like other groups. They are “super consumers” who live in the moment. This, coupled with Hispanics’ brand loyalty gives luxury marketers, particularly the auto and travel industry, a reason to be inclusive of this influential consumer and add to their marketing mix.

The dynamic in America is evolving. The political climate is changing the way consumers view brands and media. Considering culturally diverse content and partners will help brands rise above the noise and build loyalty with America’s largest minority.

About the Author

Annette Gonzalez Malkin

Annette joined Hunter PR in 2003 and since then has been leading the growth of Hunter’s Hispanic practice. Annette applies her personal passion and cultural wisdom when developing creative strategies for clients to ensure there is a cultural mindfulness at the core of all our thinking to meaningfully engage the Hispanic audience.

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